The multimedia nature of the Lombardy Region’s communication, with particular attention also paid to tools that are not typically part of an institution’s information “bouquet”, finds synthesis in some initiatives developed in recent days. The Lombardy Region has in fact launched “Ascolta la Lombardia”: the official podcast channel launched on Spotify and also accessible from the website www.eventi. regione.lombardia.it.
Increasingly listened to and appreciated, podcasts are an innovative tool that have revolutionized the world of entertainment and information and the Lombardy Region, attentive to the reference scenario and developments in the world of communication, has decided to include podcasts in its ecosystem digital. “Listen to Lombardy” aims to build user loyalty and bring citizens ever closer to the life of the public administration.
The launch of the channel was characterized by a miniseries, in five episodes, dedicated to “palaces, open spaces and flying guests”, focusing on the skyscrapers of the Region: Palazzo Lombardia (which houses the Council) and the Pirellone (seat of the Regional Council). In these days, then, some new proposals will be available dedicated to the activities of the “Niguarda Trauma team” and “Areu” (Regional Emergency Emergency Agency) and to the march leading up to the Milan-Cortina 2026 Winter Olympics led by the journalist Giovanni Bruno, Sky columnist, who collected the testimonies of the Paralympic champion Simone Barlaam and the multiple Olympic champion Antonio Rossi. Shifting attention to social initiatives, it is worth highlighting the great success of the very recent awareness campaign to combat sexually transmitted infections. Focusing above all on Instagram and TikTok to reach younger age groups in particular, the “Basta un ISTante” campaign, through the contributions of creators Giovanni Brugnoli and Sofia Cerio, achieved excellent results on Instagram. On Instagram, video views exceeded 481 thousand, reaching more than 279 thousand accounts with over 22,400 total interactions, while TikTok showed even more impressive growth, with more than 2,100,000 video views, over 784 thousand accounts reached exceeding 34 thousand total interactions .
«The “Basta un ISTante” campaign – they explain from Palazzo Lombardia – was conceived with the aim of raising awareness among the new generations of the avoidable risks linked to sexually transmitted infections.
Through clear and direct messages, we want to encourage the adoption of simple but fundamental prevention practices, such as the use of condoms and access to vaccinations available for some infections. The main message is that a small gesture of awareness is really enough to protect yourself and live your relationships peacefully.”